Doha Water

We handled art direction and the brand identity. The mark was designed for legibility at speed — recognisable from a few metres down a chilled aisle, where the choice actually happens. The palette leans on the cues the category expects, because water brands that fight the conventions of their category tend to read as something other than water.

The system's real test was range. Doha Water sells across a wide spread of formats — from small school-lunch bottles to large home and office containers — and an identity that only works on one bottle size isn't finished. The design was built to hold its proportions and stay readable whether it wraps a 200ml bottle or a five-gallon container, and to survive the label distortion that curved packaging creates.